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In an environment reshaped by the rapid rise of digital technologies and artificial intelligence, increasingly fragmented channels and communities, and growing expectations for transparency and social responsibility, how can brands’ many dimensions be measured to help improve their performance? The second edition of the Handbook of Brand Management Scales, published by Routledge, addresses this fundamental question. The book is co-authored by Véronique PAUWELS-DELASSUS, Professor of Marketing at IÉSEG and Academic Director of the School’s Master’s in Digital Marketing & E-commerce in apprenticeship, and Lia ZARANTONELLO, Professor at the University of Roehampton in the UK.

As branding increasingly extends beyond traditional corporate brands to encompass individuals, places, and a growing range of other entities, the field of brand management has continued to evolve. While building on its foundational concepts, it now incorporates a wide range of new perspectives. Recent research has explored topics including brand engagement, ambivalent and negative emotions toward brands, brand authenticity, and brand ethics and responsibility, among many others.

These developments reflect the growing complexity of brand strategy in an increasingly digital and global marketplace, as well as the need for accurate and reliable ways to measure these new dimensions. This is the key purpose of the new edition: bringing together, in a single volume, measurement scales that have been validated through international academic research.

A comprehensive and up-to-date guide to branding measurement scales

Published by Routledge, the Handbook of Brand Management Scales features 28 chapters organized into four main sections: the foundations of brand meaning (identity, image, personality, authenticity, and more); consumers’ psychological responses (brand experience, brand love, ambivalent and negative emotions, and more); consumer-brand relationships (loyalty, trust, engagement, brand communities, co-creation, and more); and, finally, the strategic value of brands (brand equity, positioning, brand portfolios, employer branding, and more).

The new edition includes more than 200 measurement scales, including many new ones that reflect emerging areas of research over the past decade, such as brand anthropomorphism, authenticity, engagement, influence, and brand ethics and responsibility. For each scale, the authors provide a clear definition of the concept being measured, explain how the scale is used, trace its development and psychometric properties, and discuss its managerial applications. By drawing on scales published in leading international academic journals, the book provides researchers and marketing professionals with a clear and structured overview of the field of branding, while bringing together valuable perspectives from a diverse range of geographic and academic contexts.

For Véronique PAUWELS-DELASSUS, the book was first and foremost developed to address a very practical need she encountered in her research:

“Together with Lia ZARANTONELLO, we wanted to provide researchers, students, and managers with a clear guide through the maze of branding concepts and measurement scales. Choosing the right scale, understanding its theoretical foundations and limitations, can be a time-consuming process — and, even worse, can lead to misinterpreting the results. This second edition, which includes many new scales addressing brand ethics, engagement, and employer branding, reflects how much the field of branding has evolved over the past decade. Our ambition is for this handbook to become an essential resource, both for students beginning to explore empirical research in marketing and for experienced researchers and managers looking for rigorous and reliable insights.”

The Handbook of Brand Management Scales is now available from Routledge.